Marketing and Campaign Evaluation

  • What is the advertising reach across modes and customer segments?
  • How does the advertising reach compare with competition? What is the customer recall?
  • What is the frequency of advertising vis-à-vis competition? 
  • What is the click-through rate of digital advertising for various products and customer segments? How does it compare with benchmarks?  
  • What is the propensity to induce enquiry and trial? 
  • What is the ROI on advertising overall, and on specific campaigns? 
  • What is the impact on the overall brand? 
  • Are the campaign objectives and spend mix aligned with the overall business goals?
  • Are the key messages of the campaign being received and understood by customers?  
  • What is the reach/ click-through rate of the campaign, and what is the cost per customer reachout? 
  • What is the cost per enquiry/ lead/ trial? 
  • What is the actual commercial value of the campaign? 




Relevant Case Studies

  • Understand effectiveness of a campaign pre and post advertising
  • Brand track and campaign evaluation for baby / kids products for young parents
  • Marketing spend evaluation / optimization for a leading internet first pizza brand
  • User survey for Conversational Messaging Platform
  • Dairy consumer NPS study post marketing campaign
  • Evaluate effectiveness of a marketing campaign to understand impact and perception among online learners

Understand effectiveness of a campaign pre and post advertising

Understand effectiveness of a campaign pre and post advertising

Objective

  • The client desired to evaluate effectiveness of an advertising campaign

Methodology

  • Quantitative survey of N = 1500 pre campaign and post campaign

Impact / Outcome

  • Client received effectiveness of the campaign by understanding consumer behaviour pre-post campaign
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Brand track and campaign evaluation for baby / kids products for young parents

Brand track and campaign evaluation for baby / kids products for young parents

Objective

  • Client wanted to understand pre-post campaign & brand preferences for baby / kids products by young parents while purchasing apparel, footwear, personal care, toys, games and other baby gear products 

Methodology  

  • Primary survey (N = 1,200) of parents to understand shopping preferences, purchase criteria, brand preferences, effect of advertisement and NPS 
  • In-depth parent interviews (N = 200) to understand reasons for brand preference in online vs offline, product categories 
  • Webscrape of websites selling baby products (vertical players) and baby product category (horizontal ecommerce players) 

Impact / Outcome 

  • Enabled the client to understand: 
  • Effect of advertising on awareness and familiarity 
  • Understand brand preferences for baby / kids products for kids across different age groups 
  • Benchmark vertical and horizontal ecommerce players offerings baby/kids products 
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Marketing spend evaluation / optimization for a leading internet first pizza brand

Marketing spend evaluation / optimization for a leading internet first pizza brand

Objective

  • Client wanted to benchmark marketing spends against established as well as new players to optimize marketing spend and optimize marketing results 

Methodology

  • Conducted trade interviews (N = 20) across city-wise marketing managers of competitor brands to understand factors influencing promotional spends and amount spent in recent quarters  
  • Completed interviews of ‘growth’ managers across internet first food brands to estimate marketing spend as a percentage of financial targets  
  • Created benchmarks to spot risks of underinvestment and to quantify improvement goals and rates 
  • Studied customer’s channel and behavior patterns of consuming media / content to develop a campaign targeting certain customers in a focus group discussion (N = 10)  

Impact

  • Helped the client with detailed insights on competitors’ marketing spends, outlined factors influencing marketing spend and key ways to increase marketing effectiveness 
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User survey for Conversational Messaging Platform

User survey for Conversational Messaging Platform

Objective

  • A large conversational messaging platform in India wanted to undertake a customer survey to conduct pre & post-campaign evaluation that helps them understand the impact of the campaign and recognize brand perception among customers 

 Methodology

  • Conducted a survey with N = 900 users of Conversational Messaging Platform (across 7 metro cities and 4 tier 1 & smaller cities) to get insights on their brand awareness, usage, experience, and content consumption 
  • Discovered insights on various online platforms’ content consumption by their customers to improve the efficiency of marketing campaigns over different platforms 
  • Studied ways to improve brand awareness among the users

Impact / Outcome

  • Successfully provided customer awareness across platforms, and Target company’s campaign awareness 
  • Assessed customer’s usage & transaction preferences and experience with the target platform
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Dairy consumer NPS study post marketing campaign

Dairy consumer NPS study post marketing campaign

Objective

  • Client wanted to conduct an NPS study for one of its companies operating in milk subscription business 
  • The client wanted to understand the overall experience / satisfaction level of the customers w.r.t. the service as well as the product, preference of the platform and change in behaviour and consumption patterns

Methodology

  • Conducted N = 130 customer surveys and in-depth interviews to understand the perception and experience of existing as well erstwhile customers 
  • Created a dynamic excel model and survey data book to depict the trends in customer profile, consumer experience & usage, reasons for subscribing to the player’s services, up-selling opportunities, reasons for churn across age profile, location & annual household income 

Impact / Outcome

  • Successfully provided client with a dynamic model and deep insights from an NPS study conducted with the customers to understand about customer preferences and behavioural change 
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Evaluate effectiveness of a marketing campaign to understand impact and perception among online learners

Evaluate effectiveness of a marketing campaign to understand impact and perception among online learners

Objective 

  • The client wanted to evaluate the effectiveness of a recently launched advertising campaign for its brand

Methodology 

  • Conducted Focus Group Discussions (N = 15) among students pre-campaign launch to capture first impressions and responses to different variants of ad-copies
  • Highlighted punch points and feedback from students, and if the intended message resonated with them

Impact / Outcome 

  • The client understood in detail the finer nuances around the messaging & positioning of the ad content & visuals
Let's talk

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